Navigating Crisis Communication in Southeast Asia: A Comparative Analysis of Media Framing during Public Health Emergencies

Abstract

In the increasingly interconnected media environment of Southeast Asia, public health emergencies such as pandemics and viral outbreaks challenge governments and media systems to communicate information effectively and manage public sentiment responsibly. This paper investigates the strategies and nuances of crisis communication by analyzing how news media in selected Southeast Asian countries framed public health emergencies. Using a comparative lens, the study examines media coverage from Singapore, Indonesia, Vietnam, and the Philippines during major health crises—including the COVID-19 pandemic, the dengue fever outbreak, and the avian influenza scare. The research applies a qualitative content analysis of mainstream media articles and broadcast content from 2020 to 2023, identifying keyframing devices such as responsibility attribution, fear appeal, reassurance messaging, and expert reliance. It further integrates theoretical perspectives from framing theory, agenda-setting, and cultural communication to explore how sociopolitical structures and media freedom indices influence message construction. The findings reveal that while Singapore employed a technocratic, top-down communication approach with a strong emphasis on governmental expertise and scientific framing, Indonesia and the Philippines exhibited a more fragmented media landscape with narratives often oscillating between populism, blame assignment, and grassroots storytelling. Vietnam, with its state-controlled media, predominantly adopted a consensus-driven model that emphasized collective action and minimized panic. Crucially, the analysis uncovers significant differences in audience engagement, misinformation management, and media trust levels across the countries studied. In particular, the extent of media freedom and digital literacy emerged as pivotal variables affecting both the clarity and credibility of crisis narratives. The paper argues that effective crisis communication in Southeast Asia depends not only on timely and transparent information but also on the cultural adaptability of framing strategies and trust-building mechanisms embedded in national media systems. By synthesizing media sociology with comparative communication frameworks, this study offers valuable insights for policymakers, journalists, and public health communicators aiming to improve future crisis response and public resilience. It contributes to the growing field of regional media studies by highlighting the intricate interplay between communication styles, governance models, and public health imperatives in one of the world's most diverse and dynamic regions.